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Article

Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.

Article

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.

Article

'Conscious marketing' entails building a business with a higher purpose that can deliver both sustainability and profitability, something that footwear brand TOMS has achieved in a relatively short period.

Article

Global strategies, campaign updates and trends in the hot drinks category.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Gunn Report

Contains the creative for the 'Dunkin' Waze Mobile Ordering' campaign for Dunkin' Donuts by the agency Trilia in the US.

Article

Describes how brands can achieve growth by using common sense, instead of following current industry fashions.

Article

Describes how customer loyalty is a myth and that if brands want to stay relevant then they need to stay useful.

Article

Describes how brands need to look for growth opportunities in smaller connected communities in a post-trust world.

Article

Examines how marketers can make use of the pratfall effect, where flaws make a thing more likeable, to improve brand image.

Article

All the necessary factors are in place for social commerce to take off in the Middle East: there is high smartphone penetration and a young population which spends a lot of time on social media.

Article

Details HSBC's Together We Thrive campaign through discussion with Omar El-Gammal, Planning Director at JWT, who worked with the brand on the campaign.

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Article

The price war has forced airlines to re-evaluate and re-imagine the customer experience – before, during and after the flight – to differentiate themselves from the competition.

Article

Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing.

News

NEW DELHI: Nestlé India is building a regional approach that will embrace all aspects of the business, its chairman has said, while it also intends to introduce more products from its global range.

Case Study

Lean Cuisine, a brand of frozen meals sold in the United States and Canada, stopped its sales decline by redesigning its packaging to fit the modern health and wellness segment.

Research Paper

Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.

Case Study

Java Republic, the Irish premium beverage company, achieved high growth by using a new design to take advantage of the growing speciality tea sector.

Case Study

Focusing on the “theatre of the retail offer” helped Hagkaup, the Icelandic supermarket retailer, increase sales and the number of customers.

Article

Nestlé, the food and beverage company, is taking a nuanced approach to measuring the impact of its output on social media.

News

LOS ANGELES, CA: The US National Basketball Association sells the experience of games, but the disparity between watching the game on television and watching it courtside is falling away, as the league experiments with new visual media following a ...

Opinion

Some clients withhold their permission for a case to be submitted for the IPA Effectiveness Awards. Here, the IPA Effectiveness Editor Carlos Grande shares seven ways to win them over.

Article

Nestlé, the food company, is exploring voice-activated technology as a means to engage with consumers in new and powerful ways.

Article

Walmart, the retailer, has reorganized its marketing group to create compelling, relevant content for different audiences using what it describes as a "lifecycle" approach.